The single product wins. In fact, single also has a narrow and broad sense of the point

Talk about a single product to win. In fact, single also has a narrow and broad sense of the point. In a broad sense, it is possible to refer to a category of products, such as jeans, or T-shirts, such a relatively subdivided class purposes, in fact, there are many extended space. There are many kinds of jeans from the style, plus color and other categories, you can extend a lot of SKUs.

The narrow sense of the single product is very simple, such as umbrellas. Of course, it is not a general sense of a brand to introduce different designs or uses of various umbrellas. A store pushed 2 umbrellas a year, and, as we all know, umbrellas are seasonal products that can only be sold for a summer. As far as I live in the south, from May until October, but the real sales season should be 5-7 months, basically the more backward unless the previous bad or what, rarely buy again.

Today's recommended case shop, I have seen the single product strategy more successful (may be I see less). To define it as a success there are mainly the following: First, the real single goods, last year, the whole shop SKU only 2 items, this year increased a few, but not much. Second, the brand packaging is good, the product premium is high, social network spread also done better. I put this part of the unified summary for brand planning. Three, has the vitality, originally also thought that this kind of seasonal product will not only fire one year, like some rolls up the money to run, the second year this shop was gone. I didn't expect the store to come again this year. Not bad.

Two SKU to sell one season

How to divide the umbrella, from the use can be divided into umbrellas and shading, now some basic will be the unification of two functions, in addition to some brands will launch the summer is very women, very women can only shade can not prevent rain. Secondly, from the shape, the most common distribution is the long handle and folding fan bar. If the other points, you can be different colors, sizes, patterns and so on, free to play. Many fast fashion brands will do monochrome, different monochrome, colorful gorgeous each one, young people prefer.

But this store, there are only two options, one is a long handle, one is folding. In addition to this, there is almost no difference between color and material, uniform black, the top button on the umbrella is yellow.

How to say, black is the most common and hundred match. Of course also to be designed, well designed can be evergreen, if the design is not really very masculine, some women do not necessarily like. Want to know the target consumer of Sunshade is definitely female.

Fortunately, the design of the umbrella is very simple, and there are big-name fan son, in the publicity time also seized this point, the introduction of the slogan of the same paragraph. Because the main push sun visor, so this umbrella has two layers of fabric, outside a layer of the appearance of a layer of film, so it appears to have matte effect, there is a layer of substrate. The whole looks like I said, very big, not like Taobao goods, but there are high street brand hurrying.

Therefore, in the design of this umbrella is very easy to take, everyone must. And, as far as the design and selection of the umbrella are concerned, it is good to have a perfect match. I am also a more focus on the collocation of the people, bought a lot of umbrellas, a variety of colors have tried, eventually still feel black, coffee, or black and white lattice this more appropriate. Easy to match. I can't do it. I wear a bright clothes today, I found that a flower umbrella, this situation can never happen.

Simple monochrome design is ideal for accessories. And, what's the benefit of 2 choices, let consumers choose two, reduce loss and the hesitation of buying decisions. Especially when I have a choice phobia. My goal is obviously to buy a sunshade, the purpose is clear Shang good, design simple hundred, fix. Folding for easy storage. A look at the appropriate immediately orders. Of course, as far as the merchant is concerned, the inventory is well managed, and the return form is easy. So, from beginning to end, there were only 2 items in the store last year.

Brand Packaging planning

To tell you the truth, I bought this umbrella from the decision to the Order no more than 1 hours. In fact, it has been hesitant for some time, why? Expensive, 250 yuan seems, remember not very clear, as if marked at that time is the original price 500, domestic line for 50 percent. Is 250 yuan an umbrella expensive? and big-name Bo hundred of course not like, we and small brand ordinary consumers than, heaven's 50 yuan is very powerful, the conventional section of 20 yuan, Uniqlo 70 yuan, no printing products 150 yuan. So this is the most expensive umbrella I've ever bought.

Then why was the order made? The key is really brand packaging good. At that time to see the information is on Weibo, recommend a summer sunshade necessary. For this kind of functional goods, the promotion should pay attention to highlight its function. How to stand out, science and technology popularization paste ah. At that time, the micro-blog on the contrast between the small black umbrella and other umbrellas sunscreen effect, a variety of test comparisons, and finally reached the SPF 90%. In fact, experienced people know that the best sunscreen equipment in summer is an umbrella, the sun cap is too small, sunscreen is protective. Only the umbrella is the most secure.

The second is limited-limit snapping. Yes, it's a bad trick to use. Said to be the first batch of only 500 pieces. Limited to 3 days special 50 percent. I see, it is the last day. And the sun is really sunny outside.

Again is the design of packaging gimmicks, said to be Chanel designer design, the factory is Hong Kong's veteran manufacturers, have many years of production experience, specially for big-name OEM. Then there are various design details how to do well. Of course, I also said that the design is really OK. Even the buyers show the boxes are so exquisite. Unlike the general umbrella.

So I struggled in my heart. Sunshade is sure to buy, is this 250 yuan worth, 1, two layers of fabric feel really good effect. 2, this kind of umbrella as long as not bad can use two or three years, then average down a year also not much money. 3, it seems to be quite flavor. Others have not seen, finally very heart, when bought a piece of sunscreen clothing. So order.

I don't know what other consumers think, anyway, I read the comments and many girls have orders. After the second world list to see, there are three hundred or four hundred transactions recorded. It seems that their family's promotion is really good.

Continuous Vitality

Previously said that umbrellas are seasonal, only one season a year. Similar to cashmere fur jacket and other seasonal items such as the problem. Prior contact with some of the sale of seasonal items shop practice is, this season to sell fur, first praise the flow and users, to the beginning of the next spring to increase the apparel category. This approach is right and correct for the business. But it doesn't feel good enough. And this store is really a year last year each additional SKU, of course, in the winter when there seems to be no dynamic. This summer, that is, a few days ago, suddenly a new. The little black umbrella is back.

After coming back, I added several styles and some new designs. To tell the truth, some good-looking, some general. The price is still firm and not cheap. Some brand fans still buy. Of course, it's enough for me. If now the bad will consider to start a, without it, the real design is quite good-looking.

So a brand is not going to make a season's money. He is in the continuous operation, including their home Weibo, last summer, with the product sales time to send information very diligent, in the winter is not idle, or there are updates. Do not send products can have some selling Meng, the content of the United States and the U.S. picture. Now to the sales season, and hot up again. The feeling is that this brand is intended to obsessed the sale of the Sun umbrella.

In other words, I bought the last year, I do not know what the reason to use with the emergence of some problems, is pushed up will fall. At that time has been used for 2 months, I tentatively asked the next customer service can be repaired, after all, 250 yuan umbrella with 2 months can not be used much distressed. Behold customer ado, let me send them to the umbrella, he gave a change. Hey yo, this service is really good. It's been 2 months and returned for no reason. Only in the heart silently point praise ah. So, little friends, the service is really worth a lot.

Very simple if he does not give repair or return, I will feel that their product quality does not say so good, 2 months will be bad, and then will be disgusted, will also send Micro Bo or advised friends around do not buy.

But the problem is he changed, and after the change of the umbrella without any problems, spent a year well. In this way, I will dispel doubts about the quality of products, and the service of this is divided into Word-of-mouth spread. How good, so sometimes do not underestimate the reason to return this article.

About the brand behind the trader, last year has contacted, but it seems that the brand planning is very busy, chatting is not a lot, feeling for the media exposure last year just came up with a little cautious. This year, there is a chance or want to buy with them under the communication, can be packaged into a better single product operation case. Their home is also linked to another legendary cleansing artifact. The store is also a whole shop with only one SKU. Do not know whether the same brand planning operations team in the operation. The insider's little friend welcomes the blow.